New Standards
New Standards is a weekly music series and open jam held every Wednesday night at The Common, Edmonton, AB. New Standards provides a meeting place for artists and listeners to come together with a common goal of creating improvised music, growing in community, and uplifting talent that is borderless in genre, instrumentation, musical background and experience.
YEAR
2022–Present
CLIENT
New Standards
2022–Present
CLIENT
New Standards
ROLES
Art Direction
Identity
Art Direction
Identity
Naming
New Standards’ vision is rooted in a desire to honor jazz tradition while pushing the contemporary JAZZ envelope towards a more modern sound.
New Standards’ goal is to expand beyond what is known and understood within contemporary music to embrace experimentation, newness, and eclecticism – all while respecting the standards, aesthetics and language within the jazz tradition.
standard [ stan · dard ]: a compilation of tried and true tunes that have remained in the repertoire of players since the emergence of the genre.
New Standards’ goal is to expand beyond what is known and understood within contemporary music to embrace experimentation, newness, and eclecticism – all while respecting the standards, aesthetics and language within the jazz tradition.
standard [ stan · dard ]: a compilation of tried and true tunes that have remained in the repertoire of players since the emergence of the genre.
Design
As improvised music freely shifts form from one musical phrase to the next, the New Standards logo takes on a similar dynamism and flexibility.
New Standards’ identity borrows the visual lanaguage of Reid Miles, designer of Blue Notes Records, and Massimo Vignelli, designer of the modern NYC Subway System Design.
The identity is composed of building blocks with infininate combinations, meant to re-invent itself, over and over. At it’s simplest form, the Identity can be reduced to two ubiquitous symbols to express its vision: an arrow and square.
New Standards is forward-thinking, yet familiar. New Standards is moving onwards, yet rooted in tradition.
New Standards’ identity borrows the visual lanaguage of Reid Miles, designer of Blue Notes Records, and Massimo Vignelli, designer of the modern NYC Subway System Design.
The identity is composed of building blocks with infininate combinations, meant to re-invent itself, over and over. At it’s simplest form, the Identity can be reduced to two ubiquitous symbols to express its vision: an arrow and square.
New Standards is forward-thinking, yet familiar. New Standards is moving onwards, yet rooted in tradition.
*This project is the brainchild of Biboye Onanuga, Gareth Gilliland, Sean Croal, and myself.